The most important part of a hotelier's job is to ensure an outstanding experience for guests while they are on your property. Obviously.
But, easier said than done, making sure they also have a great experience online is also vital.
Let’s take a look five simple ways to ensure your guests find your website and online presence easy to navigate and useful.
NB: This is a guest article by Lani Gregory, a digital analyst for HotelmarketingWorks.
1) Make sure your site is optimized for mobile devices
More users than ever are using mobile devices to plan and book hotel stays. Marketers know mobile is now critical at all stages of the purchasing decision and directly influences bookings.
Smartphones are used throughout the travel process, including for inspiration during “snack-able moments.”
Did you know nearly half of those who use their smartphone for leisure travel inspiration ultimately book through another method or device?
Also, more than 83% of leisure travellers have encountered a travel site that was not mobile friendly. Not surprisingly, only 23% of those who encounter a non-mobile-optimized site actually push through to complete their activity.
Don’t lose those potential guests by not optimizing for mobile devices.
2) Be the local expert
Have an online “concierge” presence by dedicating pages on your site to events going on in the area, restaurants, attractions, maps and transportation options.
You are the most knowledgeable person to influence a potential guest regarding the unique experiences in and around your hotel.
3) Easy navigation
Make sure your call to actions are visible and easy to understand throughout your website. Simplification can ultimately increase conversions.
Make sure you are using your analytics data to see where your potential customers are leaving or getting stuck on your site.
An intuitive and clear path through your site to booking options will ensure a guest has great experiences before they even step into the lobby.
4) Booking usability
There are a few key elements to ensure an easy and successful booking process for potential guests.
First, ensure you have a booking calendar that fills in the check-in and out date fields. Also, the check-out date should change based on what check-in date is entered.
A booking progress bar is a great visual element giving users encouragement to complete the process.
Showing credibility and trust are key factors in easing any anxiety a guest might have in using a credit card. Security badges and icons from well-known sources go a long way to building that trust.
Don’t forget to provide Detailed Room Information and Photos at the moment when a user is choosing one of the available rooms for purchase.
Not only should your website be visually driven by having professional, high quality photos, it should also have clear details of the rooms and what differentiates them from each other at the booking phase (ocean view vs. garden view for example).
Room names and categories can be confusing, so keep it clear by providing images and rates that correspond.
5) Co-ordination across channels
Coordinate your distribution of offers and information across channels such as the website, e-mail campaigns, social media posts, etc. It is essential you view all efforts as part of a holistic digital marketing strategy.
Content should be crafted and disseminated so that it works jointly towards a unified dialogue with your guests.
Also, make sure all information about your hotel is up to date across all channels where the guest is expected to book, especially rates.
Lastly, it’s important that hotels respond to user reviews, questions and other issues raised online in a timely manner.
Make sure you respond to questions on social media sites also. Stay engaged with your audience and promote specials and events through social channels. These digital channels are only growing in importance!
Great guest experiences start before entering a lobby
Online booking should be simple, intuitive and above all easy.
Important aspects to ensure you don’t overlook include personalizing to a potential guest’s needs and wants, providing authentic reviews and giving guests details about the hotel and area.
Make sure your hotel works as hard on its website as it does in the lobby to provide a great guest experience.
NB: This is a guest article by Lani Gregory, a digital analyst for HotelmarketingWorks.
NB2:Hotel pool online via Shutterstock.